Newly backed night vision tech company SIONYX was making waves with new products and new markets. But with the influx of capital and new product development and marketing, it was clear that growth goals hinged on smart planning and prioritization. Long-term success would be driven by DTC growth, so we started there.
SIONYX’s reputation as accessible high-end night vision tech extended only as far as the land. Launching a marine product to an unfamiliar audience, who didn’t see a need for a different night-vision solution, proved difficult. Not only did SIONYX need product/market fit, but they also needed to incorporate this new venture into their overall company strategy.
A competitive landscape assessment shed light on the white space in the market. Qualitative research revealed persona and customer journey insights to inform messaging, as well as valuable product and campaign feedback. And company-wide OGSM planning gave the brand a roadmap for product and market growth across their portfolio.
Icon’s strategic research and planning efforts in partnership with SIONYX company leaders created a shared vision for the brand to rally around and direct all new product development and channel prioritization.
Before working with Icon, SIONYX’s digital advertising quickly scaled spend, but delivered increasing declining sales. Our goal was to maximize channel spend efficiency and increase sales to drive a ROAS of at least 3:1.
We performed an audit of their search, shopping, and social campaigns to better understand what was working, what wasn’t, and where we could pull back without sacrificing success. We identified that they were spending too much in branded search, as well as an opportunity to test into deeper creative learnings on Meta.
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To expand and grow sales beyond their DTC site, SIONYX launched one of their main product groups on Amazon in mid-2022. They soon encountered issues with products being flagged, losing the buy box to unauthorized resellers, and stagnant ad sales.
Icon took over management of ads and product listings, leveraging our expertise with sponsored products and in resolving platform errors and changes. In addition to combatting buy box challenges, we successfully tested several new ad types and even launched a second set of products to further grow their Amazon offering.
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JACKIE SHARDO
VP, MARKETING & COMMUNICATIONS
SIONYX
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